Kirin Beer case study (segmentation, conjoint, positioning)

Kirin Beer (segmentation, conjoint, positioning)

Kirin is a robust case involving multiple models.  Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them.  Kirin is contemplating introducing new products to boost sales but must determine 1) the target markets and 2) the product attributes that will appeal to each market segment.

Managerially complex
40%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
80%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
50%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

Infiniti G20 case study (positioning)

Infiniti G20 (positioning)

In April 1990, Nissan’s Infiniti division planned to introduce the G20 in the United States, adding a third model to the existing Infiniti line.  Existing sales data as well as survey data is used to gain insight of the perception of the G20 vs its competitors and evaluate which attributes are most significant in driving purchase decisions.  Students are challenged to make recommendations for future segmentation and targeting efforts.

Managerially complex
20%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
20%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
40%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

ConneCtor PDA case study (positioning)

ConneCtor PDA (positioning)

This is one of two cases involving the ConneCtor Personal Digital Assistant (PDA) in the early days of the smart phone market.  Students are asked to evaluate the market perceptions of various hand held devices and determine which attributes are most critical to users in various segments and evaluate if Netlink should consider changes to the planned features of the prototype model.

Managerially complex
50%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
30%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
60%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

Can the Bunny Hop? case study (positioning)

Can the Bunny Hop? (positioning)

This product positioning case explores the challenges facing Nutrine’s managers as they face stiff competition in the crowded gum and mint market. Students are asked to prepare recommendations for management as brand extensions are considered.

Managerially complex
80%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
40%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
80%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

ISBM case study (segmentation, positioning)

ISBM (segmentation, positioning)

The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the ISBM needed to determine how best segment and target its existing and prospective members to maximize retention and growth.  Students are challenged to determine the appropriate segmentation for existing members as well as how to classify prospective members according to the segmentation model.

Managerially complex
50%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
40%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
80%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

Blackberry case study (positioning)

Blackberry (positioning)

This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features important to those users.  Students are challenged to determine the best approach to position the Blackberry Pearl to expand RIM’s market.This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features important to those users.  Students are challenged to determine the best approach to position the Blackberry Pearl to expand RIM’s market.

Managerially complex
30%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
30%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
30%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

Heineken case study (positioning)

Heineken (positioning)

Heineken NV. (HNV) is determining how to target the existing beer consumer in Spain while optimizing opportunities to attract new consumers. HNV is considering if its flagship Heineken brand and other brands it housed within the Spanish market (Amstel and Cruzcampo) were positioned effectively to reach the most important target markets. HNV considers whether it should maintain its current positioning strategy or tweak it to better meet changing tastes and behaviors.

Managerially complex
40%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
40%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
80%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.